How did Shakeism come about?
It all started with a blender. The founder, Muhammad Petafi, bought a blender and started experimenting with different recipe ideas. The business literally started from here. It first led to concession stores within other restaurants and eventually an independent shop.
Congratulations on being named UAE’s best milkshake by Zomato. What is making your products so popular?
I’d say it’s a mix between creating high quality, unique products and working to create a brand that has its own identity and attitude, compared to the other players in the market.
Would you say that many of your customers are busy consumers seeking something to eat or drink on-the-go?
Some of them, yes. Our business model is focused mainly on deliveries, so we get a fair few people ordering to their offices. But mainly, we tend to cater to late-night cravings. We also have a lot of customers doing late night drive-bys.
As weird and wonderful flavour combinations continue to dominate the confectionery scene can you tell us about your best sellers?
Branded chocolate products tend to go down well with our customers. 16 Bars is a waffle with hazelnut cream, crushed Oreo and Hershey’s cookies and creme. And Full Metal Jacket is a milkshake with Nutella, Ferrero Rocher and Kinder Bueno. Both are top sellers.